贝塔斯曼的销售报表总结示例（精品）.pptVIP

In BBC Inactive Member and Leaver Tele phone Survey * Background Objective The analysis of new member activity rate tracking shows that: club04/05 new member tend to be active in first one and two commitment cycles after they joined in, while since the 3rd cycle their activity rate appears sharp decrease and seems no bounce back so far. In order to dig out the reason behind and prevent same situation, a tailored telephone survey is called for. * Methodology Telephone outbound call (Oct 25~29) Set sample quota for each subgroup by city and by age group, successful sample as below: Remark: For member did not leave their real age in system, so the final quota is not distributed exactly the same as previous schedule * Detail Findings I – Why they stop buying? Note: In open-end questions, all those less than 3% mentions are regarded as very small mention, so won’t be shown on some charts * Why they stop buying? – Inactive vs. Left MB Product Related Cant find the book that I like Few book variety Book price expensive Few professional book variety Few book on catalogue Book quality not good Dislike MS book Catalogue Receiving Cant receive catalogue in time Address changed, cant receive catalogue BE service (Hotline/delivery) Inconvenient purchase via post office Slow delivery speed Purchase from store is more convenient Others Dislike commitment Participated other clubs Study / Working Status Heavier study/work load than before Long-time travel/going abroad Inactive Member Leaver – by member Leaver – by club N=612 N=103 N=98 Around 50% member mentioned about the book variety, “Book variety in overall or on the catalogue” is not perceived comprehensive enough, followed inactive/leave reason is on “catalogue receiving” Among leavers, catalogue undeliverable for address change is significantly higher than inactive member Among those leaver that initiated by themselves, there’re quite a lot uncontrollable